“It’s not what you play, but how you play that counts” The FIFA World Cup is arguably one of the most competitive and congested marketing events for any brand to step into. Fan culture is far deeper and more complex than standard ‘consumer culture’ and, as such, has to...
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For a long time, ‘traditional’ television has had a firm grip on sport fans but with so many streaming services now in the game and looking to redefine the subscription model, that is changing rapidly. In the past few weeks, Leeds United owner Andrea Radrizzani and...
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As our friend, Conor McGregor, has said previously - “We’re not here to take part, we’re here to take over.” And that’s basically how we felt on Thursday night, where we were awarded on-stage in front of a sell-out crowd of 1,700 guests at the star-studded...
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Despite female sport in this country achieving another incredible high in recent weeks, with the success of the women’s Netball team at the Commonwealth Games, it still remains baffling that female sport fans are being overlooked by brands. Fan culture is, of course, a complex world....
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BIG news from across the pond, Baseball might be coming to London. The New York Yankees and Boston Red Sox are close to agreeing a deal to play a two-game Major League Baseball regular season series in London in June 2019. This would mean that the MLB would join the NFL...
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When you think of F1, you think fast cars, loud engines, glamorous parties and the most up to date tech money can buy. This wasn’t the case for its marketing however, which was still limply going around the track with a substandard vehicle that had a...
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What are we most looking forward to about UFC London? The much anticipated 10th London event is jammed packed with talent and fierce rivalry. So ahead of this, our very own in-house UFC expert, Ben Davies, has analysed the 5 things we should be looking forward...
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We’ve all been there. When you’re just trying to tuck into a bit of food when you’re in the middle of preparing for a huge sporting occasion and you accidentally eat contaminated meat. To make matters worse, that contaminated meat means you have trace levels of clenbuterol...
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In the week prior to International Women’s Day there has been a huge step taken by one of the most historically old fashioned sports, Golf. Known for it’s notable ill treatment of women in the past this is a huge leap and quite a bold...
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Following the huge success of last year’s Home of Gains campaign we launched for Maximuscle, we wanted to start 2018 by going even bigger. So, working with the team at GSK, we’ve created #MaxiOnTour. Giving fans of the brand from across the UK the chance to...
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